TANISHQ: Positioning to

capture the Indian womans

heart
Group - 4

Compiled By
M147-16 YEGIREDDI JHANSI RANI
M132-16 SHEWALE SHRADDHA PRAKASH
M118-16 NEERAJ KUMAR VERMA
M097-16 DEBJIT ADAK
M094-16 BISHNUPRIYA BALA
M083-16 AKSHAY GUPTA

The Journey of Tanishq to establish itself in the Indian market:

Titan wanted to enter the jewellery market in 1995 with the launch of
jewellery watches under a new brand Tanishq which is targeted as Indias
super haves. But it didnt work out as the experiment failed, because the
watches were too heavy and appeared clunky. Also, they were priced at a
very high rate.
After this failure in 1996, Titan decided to launch a studded jewellery line
under Tanishq brand so as to position it differentiated than normal Gold
jewellery which can also bring them a higher profit margin. But the drawback
was studded jewellery can be made with 18 Karat Gold only as 22 Karat is
too soft to hold gemstones. While the Indian market was more fascinated
with the age old 22 Karat jewellery. Also, the western designs were taken as
good, but not for me by the Indian customers.
By June 1997, Tanishq piloted an offering of 22 Karat plain Gold jewellery
with about 400 designs with an additional 1000 designs in 18 Karat diamond
studded jewellery. Tanishq wanted to focus on jewellery for adornment rather
than investment. This increased the sales by INR 24 crores by April 1998.
In 1999, the group put more stress on 22 Karat Plain Gold market with
Indian inspired designs which started attracting more footfall and as a result
the selling of high margin 18 Karat Diamond studded jewellery increased. But
still Tanishq found it difficult to cater to masses as a jewellery brand because
people still preferred their old local jewellers as they priced their jewellery at
a much cheaper rate. On research, Tanishq found out that the local jewellers
sold lower quality Gold. This is when Tanishq came up with a Karatmeter
campaign to certify the purity of Gold at the point of sale. It helped Tanishq
to establish itself in the Indian jewellery market with a revenue of INR 100
crores by year 2000.
In mid-2001, Tanishq set up its own Karigar Park to eliminate the traditional
middle man and his margins while reducing its Gold inventory and improving
its jewellery quality. It also launched different collection of innovative designs
produced by their in house designers which increased their customer base.
With effective marketing and unique designs Tanishq finally succeeded to
establish itself as a jewellery brand in India with more than 80 stores by
2006.